Why is this ad agency changing its name for 100 days?

When the financial crisis occurred nearly a decade ago, it was interesting to note how anonymous the sector had become. With the founding fathers long-gone, there was less personal equity at stake for the decision-makers on Wall Street. There was no Lehman running the eponymous investment bank when it collapsed in 2008. Would the bank’s founder, Emanuel, or any of his descendants, have made the same decisions that ultimately led to the disappearance of one of America’s most famous institutions with their own name on the line? A good name takes decades to cultivate, yet only moments to destroy.

Names tell a story. They speak of history and heritage. Of culture and personality. They can define who you are and where you come from.

When Donald Trump wanted to pursue a war-of-words with Jon Stewart, he reminded his Twitter followers of the comedian’s origins. “I promise you that I’m much smarter than Jonathan Leibowitz — I mean Jon Stewart,” he quipped. The double-whammy. Not only “revealing” Stewart as a Jew but also intimating that the talk-show host wanted his background concealed. A fine bit of antisemitic dog-whistling.

It was therefore refreshing that one of the world’s leading advertising agencies, Grey London, announced last week that it was temporarily changing its name. For 100 days, Grey will become Valenstein & Fatt. The Jewish origins that were once hidden behind the colour of their office wallpaper will now be prominently placed above the door of their Hatton Garden home. A very public statement, says the company, against intolerance and prejudice.